The Influence of Business and Non-Business Factors on Customer Retention in Telecommunication Industry in Guinea-Conakry: The Mediating Effect of Brand Image
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Published
Jun 21, 2024
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Abstract
Retaining existing customers and attracting new ones is a necessity for the telecommunication industry to succeed; it can lead to greater financial returns and encourage research development in producing new marketable products. Due to an intensely competitive market, numerous service providers experience a decline in their customer base annually. Thus, this research aims to ascertain the impact of brand image as a mediating factor in the link between customer retention and network quality, pricing, promotion, customer service, and Corporate Social Responsibility (CSR) in Guinea-Conakry. The research used a quantitative data approach in which primary data were collected from undergraduate students who used mobile phones connected to various network providers in Guinea. The research questionnaire received responses from 383 people in total. With the SmartPLS program, data analysis was done. The outcomes indicated that promotion, customer service, price, and CSR substantially influenced customer retention, while network quality showed an insignificant impact. The findings also revealed that network quality, customer service, and promotion significantly positively influenced brand image. However, price and CSR, on the other hand, presented an insignificant influence on brand image. Additionally, the findings showed that brand image has a substantial impact on customer retention. Finally, the outcomes showed that promotion, customer service, and network quality have an indirect and significant positive influence on customer retention via a brand image as the mediating variable. Meanwhile, price and CSR through brand image demonstrated an insignificant impact on customer retention. The study will enhance a cordial relationship between the network providers and their customers as a consequence it will pave the way for further strategic development in the telecommunication sector.
Keywords: Network Quality, Customer Service, CSR, Brand Image, Customer Retention
References
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Dassanayake, D. K. N. P., & Herath, H. M. R. P. (2017). Factors Affecting on Customer Retention in Mobile Telecommunication Industry in Sri Lanka. Sri Lanka Journal of Marketing, University of Kelaniya, Sri Lanka, 3(2), 37–61.
Dean, D. H. (2004). Consumer Reaction to Negative Publicity: Effects of Corporate Reputation, Response, and Responsibility for a Crisis Event. International Journal of Business Communication, 41(2), 192-211. https://doi.org/10.1177/0021943603261748
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Desideria, V., & Wardana, I. M. (2020). The Role of Brand Image Mediates the Effect of Promotion on Purchasing Decision. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(2), 192-200.
Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer Retention, Loyalty, and Satisfaction in the German Mobile Cellular Telecommunications Market. Telecommunications Policy, 25(4), 249-269. https://doi.org/10.1016/S0308-5961(00)00097-5
Goh, L. M., Tan, S. H., Chin, E. A. H., & Yap, M. Q. (2020). Customer Satisfaction and Brand Switching Intention of Mobile Service Among University Students. Management & Accounting Review, 19(2), 93-116.
Gulliando, D., & Shihab, M. S. (2019). The Effect of Product Quality, Price, and Promotion on the Purchase Decision of Telkomsel Service Products. International Journal of Innovative Science and Research Technology, 4(9), 419-425.
Hair, J. F., Jr., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: Updated Guidelines on Which Method to Use. International Journal of Multivariate Data Analysis, 1(2), 107-123. https://doi.org/10.1504/IJMDA.2017.087624
Hartline, M. D., & Jones, K. C. (1996). Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions. Journal of Business Research, 35(3), 207-215. https://doi.org/10.1016/0148-2963(95)00126-3
Hasmiati, Thaief, I., Hasan, M., Dinar, M., & Rahmatullah. (2020). The Effect of Brand Image and Price on Product Purchase Decisions at the Sewing House Akkhwat Makassar. Pinisi Business Administration Review, 2(2), 57-68. https://doi.org/10.26858/pbar.v2i2.15785
Havidz, H. B. H., & Mahaputra, M. R. (2020). Brand Image and Purchasing Decision: Analysis of Price Perception and Promotion (Literature Review of Marketing Management). Dinasti International Journal of Economics, Finance & Accounting, 1(4), 727–741.
Hossain, M. A., Chowdhury, M. R., & Jahan, N. (2017). Customer Retention and Telecommunications Services in Bangladesh. International Journal of Asian Social Science, 7(11), 921-930. https://doi.org/10.18488/journal.1.2017.711.921.930
Jere, J. (2013). The Role of Marketing Strategies in the Performance of Telecommunication Companies: A Comparative Study of TNM and Airtel (Master’s thesis). Indira Gandhi National Open University, School of Management Studies, Ignou, New Delhi.
Kalwani, M. U., & Yim, C. K. (1992). Consumer Price and Promotion Expectations: An Experimental Study. Journal of Marketing Research, 29(1), 90-100. https://doi.org/10.1177/002224379202900108
Kiilu, E. M. (2013). Delivery of Service Quality in the Mobile Telephony Industry in Kenya (Master’s thesis). University of Nairobi, Kenya.
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How to Cite
CONDE, Ousmane; WANGBENMAD, Chutima.
The Influence of Business and Non-Business Factors on Customer Retention in Telecommunication Industry in Guinea-Conakry: The Mediating Effect of Brand Image.
Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 17, n. 2, p. 106-126, june 2024.
ISSN 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/Vol-17-No-2-2024-106-126>. Date accessed: 01 may 2025.
doi: https://doi.org/10.14456/jcdr-hs.2024.16.